Our science
Forget looksmaxxing - this is upcyclemaxxing
Did you know that salt production leaves behind a lot of waste that is flushed back into the sea? Google marine deadzones from salt works. Once they have got the salts we want and use, they have the leftover salts and compounds to deal with. There are large volumes of highly concentrated saline water that need to go somewhere. It's often channeled back into the sea - and the high salinity creates deadzones, or marine deserts.
We take this wastewater from salt production and then, though electrolysis, end up with pure Magnesium Hydroxide powder. Its carbon footprint is so low because it's produced using principally renewable energy in Italy, from salt works near the Mediterranean Sea. We then take the powder, and make our Carbonrox from it by hand in Switzerland.
We've got good chemistry
And the best chemistry is simple! Magnesium Hydroxide absorbs Carbon Dioxide, transforming into chalk. That's how our Carbonrox work. We did a study with Texas A&M to track the CO2 conversion process over the course of their 3-4 month lifespan.
More ways we're transforming waste
Most coconuts are destined for incineration. Why, when they're naturally biodegradable? Time and space. We noticed them first in Karthik's hometown, Coimbatore, where coconut is a staple in South Indian cuisine. The high volume of coconuts used means that mountains and mountains of them can be found piling up by the roadside. Set to burn and release even more CO2 into the atmosphere because there's just not enough o space to let them naturally break down over time. So when it came time for us to find a vessel for our carbon-capturing rocks, the decision was clear - salvage the coconuts, and give them a second life.
Expanding our vision, rock by rock
Currently our organic scent systems are carbon negative or carbon neutral. We know this is better than the current status quo. But when it comes to the environment, we feel "better" can always be "even better". That's why our longterm goal is to grow big enough that we can make our scents using renewable energy only. We're also working towards creating a fully circular system, whereby the "used" rocks can be collected and used again - once they've absorbed the CO2 and completed their transformation they actually are an ingredient used in cement production, the most polluting industry in the world. Cement manufacturers looking to get greener and cleaner, hit us up!
Saltwater Deadzones 101
Our co-founder Karthik on why waste saline water is so damaging to the environment and how he came to the realization that it could be transformed for good.